Selfridges sees power in Superbrands for women

Selfridges is to open a ‘Superbrands’ womenswear space at its Oxford Street store in October, as part of the retailer’s continued drive for growth.

Designed by David Adjaye Associates, the fashion concept is designed to promote a handful of ‘exceptional designer brands’, including Alexander McQueen, Balenciaga, Dolce & Gabbana, Gucci and Stella McCartney.

Adjaye is creating a pixelated sky made from laminated glass over a flat ceiling for the space (pictured). Advanced technology will enable it to change throughout the day to create the ambience of ‘day to dusk’, according to a Selfridges spokeswoman. Entry to the space is via a tunnel made from red sparkling resin.

Individual brands will also each introduce new interiors formats to Superbrands. Balenciaga creative director Nicholas Ghesquiere is collaborating with artist Dominique Gonzalez Foerster on the brand’s space, which will be its first UK shop.

The centrepiece of Superbrands’ area on the store’s second floor will be North African restaurant Momo, the first time Momo – a standalone venue near London’s Regent Street – has collaborated with a partner.

The restaurant will recreate a North African ‘souk’. Designed by Fusion in collaboration with Momo owner Mourad Mazouz, it comes complete with ottomans in a tearoom and a glass smoking room with the ‘atmosphere of a luxurious Bedouin tent’.

‘Momo at Selfridges is influenced by its slick, modern environment,’ says Fusion director Sophie Douglas, who worked with Fusion project director Mark Christy on the design. ‘It’s a juxtaposition of ornate textural work and contemporary surroundings.’ Furniture design is by Alia Nosseir.

Elsewhere, Adjaye has redesigned the jewellery room at Selfridges’ Oxford Street store, which features a portfolio of brands that include Cartier, Theo Fennell and Gucci.